How can a website copywriter help with your SEO?
The words on your website provide Google with information about what your business does. Google "reads" these words when it performs what's known as a crawl.
You've probably heard that Google crawls websites before; in simple terms, Google systematically discovers and indexes pages – and the text, among other things, is analysed.
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The content on your pages is just one of many variables that help Google decide how to rank your site. If Google thinks you are a great fit for what people are looking for and feels that you're to be trusted (I'm simplifying a little), you'll be rewarded accordingly.
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And if you're a poor fit, they won't rank you. It's why Nike, for example, doesn't appear on page one when you're searching for "train times to London." Nike's products are completely irrelevant if you're searching for trains.
Getting all your Google-pleasing ducks lined up in a row is known as SEO – search engine optimisation. And while a lot of the work that goes into this is handled by SEO experts who will handle technical stuff behind the scenes, much can be influenced by the words your copywriter uses.
It's not just about working out your keywords (phrases people use when searching for a business like yours) and then ramming them into your copy a few dozen times – as was once the case.
SEO is a field in which copywriters need to put time and effort if they want to be any good at it because the past few years have seen quality content rank ever higher.
​GREAT SEO COPYWRITING CAN:
Help Google and Bing understand what you do.
Demonstrate to search engines that you are a reputable, knowledgeable and trustworthy source.
Improve your website rankings over time.
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Hi, I'm Mike. I'll help Google and other search engines understand what you do and highlight your credentials so they can rank you.
"Excellent copy... true to our brand voice"
"After a quick discovery call with Mike to provide a brief, he came up with excellent copy that conveyed what we were trying to communicate while staying true to our brand voice. "
Shannon Church, Marketing Executive, Calibre Climate
Book me in. You're in good company...
Did you know?
72%
of marketers say content creation is their most effective SEO tactic.
31%
is the average percentage of traffic the site occupying Google's #1 slot can expect.
93%
of website traffic comes from Google search and related Google sites.
Why you need me (or someone like me) for your SEO copywriting
SEO is always evolving. Today, great content is king. It's less and less about shoehorning keywords in; Google ranks well-written sites – often those with a little personality – that illustrate they can be trusted.
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In fact, Google promotes something known as E-E-A-T, which stands for Experience, Expertise, Authority and Trust.
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If you can demonstrate these to Google, that's a big tick when it comes to ranking you.​​
How an SEO website copywriter can help Google understand you're the real deal
Experienced copywriters are great at extracting key information about your business that helps with E-E-A-T. We can advise on blog content that will showcase your talents, make sure your social proof stacks up, and pull out all the stops to ensure the copy is well written.
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This is a slightly different approach to the one copywriters were inclined to take a few years ago. Back then, keywords were often the main focus of our work – especially if a client was working with an SEO agency.
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Today, it's no longer necessary to cram ugly phrases like "florist Leeds free delivery" into the text; Google will understand what you do from a more natural phrase like, "When you need a florist in Leeds offering free delivery, come to us first."
Quality writing trumps generic, formulaic content – and helps you rank
​In simple terms, SEO copywriting has switched from a cold, technical approach to one in which quality writing is prized and rewarded.
I know this from first-hand experience, as several new sites – full of character and nicely written – have appeared from out of nowhere when I check my rankings for "website copywriter".
Google's last major algorithm update in March 2025 expressly noted that generic, unedited AI content would be downgraded.
How it works: what happens when you partner with me for your SEO copywriting
Not a single word is written until we're crystal clear on what you want to rank for and why.
1. A quest for the perfect brief
3. Teasing out E-E-A-T
Which aspects of your business can be leveraged to show Google that your business can be trusted?
2. Keyword research & search intent
What keywords best suit your business – and which of these match what potential customers are searching for?
4. Written work and revisions
Copy is supplied with internal and external linking, and a round of revisions is included in the fee.
What does SEO copywriting cost?
When writing websites, I typically have two types of clients.
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Those that want to rank – and snap up some organic traffic.
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​Those that have no interest in ranking.
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There are several reasons why some businesses don't care about ranking, including the belief that their website is merely a calling card that clients are directed to from another channel.
Another reason people don't care about SEO is the feeling that they are too small a fish in a large pond to bother.
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No matter what a client feels about ranking and SEO, my website copywriting work is broadly similar for each client.
My goal in every case is to provide a seamless user journey and great web copy that builds interest in your product or service.​
Adding the 'cherry on the top' for your SEO web copy
Let's say my quote for a website writing project that requires zero SEO work is £2,000.
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While there's no fee within this £2,000 for SEO work specifically, it's best practice to flag up internal linking opportunities and also to illustrate your E-E-A-T credentials.
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In effect, a certain level of SEO work is included in the price.
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If, however, I were to take additional time to improve the site's chances of ranking, the cost would increase by around 25%.
This reflects the additional time needed to check what keywords best match your business, your sector and what your audience is looking for – and ensure these are used in the most natural way possible.
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However, some clients come to me looking for nothing but SEO work. They have, for example, a large body of blogs that need optimising to extract the best value from them.
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This usually involves internal and external linking, keyword strategy, improving title tags and meta descriptions, alt text for photos and other related tasks.
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For clients like this, I can charge by the hour if needed.
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FAQ
Find answers about SEO writing, keywords, E-E-A-T and more...
Do you have a strategy for placing keywords in certain places? Yes. The days of forcing as many keywords into text as possible are long gone; today it's more a case of being strategic and covering lots of bases. There are many ways to mention that a business is a florist in Leeds, for example. Well written copy can seamlessly include phrases such as: * Buy flowers in Leeds * Leeds florist * Flower delivery in Leeds And other similar terms. One thing I'll do is make sure that your most pertinent keywords are used in headers and subheads when appropriate, as these show Google what is important to you.
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Are there any SEO-related fancy tricks you can do? What, like getting you to #1 on Google? Nope. It's unlikely anyone can do that. Some of the things I can do include: * Ensure you have a strong, descriptive title tag and meta description. * Make sure your keywords reflect your customers' search intent. * Organise content logically. * Format copy so it is highly readable (using bold text, subheads, bullets etc.), which Google prefers to endless blocks of text. * Add internal linking to help Google move seamlessly through the site when crawling. * Add external links to well-known sites, which can play a part in the "domain authority" of your site. * Ensure you have strong CTAs and persuasive headlines.
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Tell me more about this E-E-A-T thing. Here's the easiest way to look at it: Google wants to give people the best possible results when they type something into the search box. Once upon a time, a brand new site selling leather wallets, for example, could "game" the Google algorithm by adding the keyword "leather wallets" to its website multiple times. This meant lots of disappointing results for the user, so Google started assessing sites based on other factors. The big four are experience, expertise, authority and trust. A skilled copywriter can find those attributes within your business (assuming they exist to some degree!) and make the most of them. For example, many businesses could easily add client reviews but never get around to doing so. However, using genuine reviews indicates that you have a certain authority and level of trust in your sector. I can help you present these testimonials in the best light, possibly expanding on some of them so they become more detailed case studies, which would further showcase your credentials to Google. Similarly, I can come up with blog post ideas that highlight your experience and expertise. When carefully planned, these can help bring in new organic traffic.
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Is copywriting for SEO more expensive than other kinds of copywriting? As a rough guide, it's around 25% more than a website copywriting assignment where a client has zero interest in SEO. That's because of the additional time that is required. Why not contact me to discuss your SEO copywriting project and get a quote?
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What is your availability for SEO copywriting assignments? UK freelance SEO copywriters are in demand because they can help a business to find new customers – the lifeblood of every organisation. My own availability varies from one week to the next. Sometimes, I'm booked up with copywriting work for months; other times I have a day free that week. Please press the green 'contact me' button at the top of this page and I'll let you know what I can do for you and when I am available.
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